China'S Footwear Industry Embarked On A New Industry Path

2012, the symbol year of the strong cold wave is only a little later than that of 2008. In fact, the true value of the Mayan prophecy lies in its warning function. The Mayan prophecy is that human beings must always be alert and respectful to their own living environment.

And the need to keep vigilant and awe about environmental changes is also China's footwear industry. In the past 2011, China's footwear industry and the external environment have been undergoing major changes. On the one hand, the European and American sovereign debt crisis, which has continued to ferment and spread, has seriously impacted the total export volume and growth rate of China's shoes and clothing trade, and gradually formed a pattern of "low end and difficult to catch up". The domestic demand market has maintained a steady upward trend in the context of "double downturn" of the stock market and the property market, and continues to play the role of "world economic engine".

"Two meetings" hot deduction

A major industry event that attracted great attention in 2011 is the "two meetings" that are still in sync with the hot debate. Local brand and Foreign brands In the three or four line cities' comprehensive encounter, competition based on channel resources and customer resources has become increasingly fierce. The two is the comprehensive "encounter" between the dominant enterprises and the capital market. Capital has become the key force for the footwear industry to go deep into integration and realize transformation and upgrading.

Standing at the entrance of 2012, we will listen to or examine the new "pulse" of China's footwear industry. At the macro level, China's economic slowdown has become a common expectation. It will be accompanied by a reduction in the total income of the residents, a relative decline in purchasing power, a blockage in the employment channel, and a fierce competition in the consumer market. The transformation and upgrading of the footwear industry will also lead to a major adjustment in the industry pattern. Looking at the micro level, China's footwear industry has entered the new era of brand led consumption. The industrial thinking of entrepreneurs has entered the period of adjustment and upgrading. Upgrading the soft power has become the only choice for the core competitiveness of enterprises. Capital has become the key supporting resources for the footwear industry to climb the higher industrial level. The three or four line cities of foreign brands will sink into a new round of fashion consumption revolution.

From "world factory" to "world market"

From the low end of the industrial chain, we strive to seize the commanding heights of R & D and marketing.

Over the past 30 years, in the face of the trend of global industrial transfer, Footwear industry in China We should give full play to the comparative advantage of low labor cost and seize and make good use of it as a historic opportunity for the world to manufacture shoes and clothing. At the cost of consuming resources and sacrificing the environment, extensive development without core technology and low added value is difficult to sustain or needs to be turned to stimulate domestic demand, thus forming a pattern of external demand and domestic demand coordinated to drive economic growth. China is changing from a "export machine" to a "consumer machine", from a "world factory" to a "world market", and ushered in the historic opportunity for the domestic market to rank in the forefront of the world.

The lagging behind of research and development and the unsmooth marketing channels are the two bottlenecks faced by the independent brands of China's footwear industry. They are struggling from the low end of the industrial chain to seize the commanding heights of R & D and marketing, or the brand strategy of the Chinese footwear industry in the coming period.

From "made in China" to "buying in China"

Global mergers and acquisitions are the only way to build an international brand.

In the past 30 years, China is famous for its "made in China", and since the beginning of these two years, the aim of the world is to buy China. From "made in China" to "buying in China", China's shoes and clothing industry urgently needs to build two new industrial thinking -- "going out" and "coming up".

Going out and implementing global M & A are the only way to upgrade China's footwear industry and globalisation. The upgrading of China's footwear industry must become a global company. There is no problem of overcapacity in China's footwear industry. There is only a monopoly of marketing networks and R & D designs by Western multinationals. Chinese shoe and clothing enterprises going out to buy western marketing networks and acquiring Western R & D institutions will break the monopoly of western multinational corporations and improve the export competitiveness of Chinese shoes and clothing trade.

Come up, that is, from the bottom line of the "smile curve" of the industry chain to climb up to control the high value-added and high yield links of the industrial chain. On that day, the Chinese shoes and clothing enterprises realized "going out" and "coming up". At that time, China was not far away from the real brand power.

From "the winner to the winner"

Times are changing. The highest state of game is "sharing".

In essence, the way for enterprises to win is entrepreneurs' business logic and their way of thinking. In the era of product homogenization, Chinese shoe and clothing enterprises are very important to control the industry's right to speak and market dominance. Industry discourse power and market dominance are the goals pursued by the soft power of enterprises, and also the key to achieve the integration of global resources.

Once upon a time, pieced together $30 million, registered a trademark, seven or eight guns, signed several OEM enterprises, but also can get wind and water, earn a full pot. Although the "winning of the brave" has once been brilliant in the current context of China's clothing industry, it has always been involved with "gambling", "Marginalization" and "grassroots feelings". What is a wise man? "Wise men are more valuable than they are." A wise man is a man who can keep pace with the times and wait for action. Nowadays, China's clothing industry has already entered the stage of "wise men winning". This is a stage that can be won by system strength.

With the accelerated trend of brand consumption trend and brand competition in the 12th Five-Year, interest sharing will take the place of competition and become the unique symbol of China's shoe and clothing brand becoming mature and global.